OM Group, a franchise operator better known for its expansive portfolio of food brands, is branching into beauty with plans to open three Drybar locations. The move marks a strategic diversification for the company, which has built its reputation on concepts such as Smoothie King, Dunkin’ Donuts, Wingstop, Jimmy John’s, and Baskin-Robbins.
The expansion is being led by franchisee Mandy Ristic, who has worked with the Patel brothers as partners since 2016. Together, the group has steadily grown a collection of restaurant brands across the Midwest. Their decision to invest in Drybar represents both a new industry and a new customer experience for their business portfolio.
Ristic said she was drawn to the brand after experiencing it firsthand during her travels. “The first time I visited, I saw how transformational the experience was for guests,” she explained. That impression solidified her belief that the Drybar model could resonate strongly with customers in Michigan and beyond.
The first location is scheduled to open in Lansing, Michigan, a site Ristic says reflects her Detroit roots and long-standing ties to the region. Adding to the personal significance of the venture, her daughter, currently in cosmetology school, is preparing to join the business, creating a multi-generational investment in the brand’s success.
WellBiz Brands, the parent company of Drybar, welcomed the partnership. Amanda Clark, chief executive officer of WellBiz, described Ristic as an ideal franchisee to bring the concept to new markets. “Her experience, commitment to community, and dedication to service make her a natural fit for the Drybar brand,” Clark said.
For OM Group, the step into beauty services underscores how franchise operators are increasingly diversifying their holdings beyond food and beverage. By introducing Drybar to Michigan, the group is signaling confidence in the continued demand for premium personal care experiences, where convenience and quality are central to consumer appeal.
